If the business press is any indication, sustainability issues have risen up the corporate ladder and are now seen as a central challenge for companies in the coming decades. In its first-ever green issue, Fortune commends "10 Green Giants" -- corporations that are making impressive environmental gains. The editors decided to bypass GE and Wal-Mart, whose eco-endeavors have been heavily publicized, and instead highlight companies whose sustainability efforts have been less high-profile recently -- among them, Hewlett-Packard, Continental Airlines, S.C. Johnson, Suncor, and Alcan. While its list focused on big, mainline corporations, its cover went to an idealistic maverick who …
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Mark Lee is CEO of SustainAbility.